Brand Loyalty Is "Greener"​ Than Ever!

What's essentially changing is consumer sentiment!

According to an October McKinsey report, current consumer behaviour largely reflects the Covid-19 crisis, with drivers such as shifting to value and essentials via digital channels as hygiene and touch-less technology play a major role in purchasing preference. Alongside, brand loyalty is in crisis as consumers are easily switching brands as value, quality, and brand purpose are becoming increasingly salient.

The shifting values of the Consumer Base

Next in line to the pragmatic now shoppers are Generation Alpha, the Millennials' offspring, remarkably ethically minded and value driven. According to a 2019 report from Wunderman Thompson Commerce, 67% of 6 to 9 year-olds say that saving the planet will be the central mission of their careers in the future, largely joining forces with GenZ currently waging war.

GenZ will redefine terms such as Brand love and Brand loyalty, unwaveringly binding them to great expectations regarding sustainability 360 and brand transparency siding with company campaigns imbued with social justice, fairness, and "green" consciousness. In describing the distinguishing characteristic of the new consumer base, Micha Kaufman at Forbes brilliantly pointed out that "The product itself is not important, only the experience that they contain".

For now, some…